Seeprogramoverviewinthefollowingnewsclip:“2015WISEAwardWinner:TalkingBookProgramfromGhana”(3minutes)hEps://www.youtube.com/watch?v=zvLq5QLc_UE&t=19s

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Thisfarmer,Felix,splithismaizefarmintotwohalves.Ononehalf,heplantedjustashisparentsandgrandparentshadtaughthim.Ontheotherhalf,hetriednewpracZcesthathehadlearnedbylisteningtothedevicehe’sholding.

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Wecreateaudiorecordingsfilledwithknowledgefromlocalexperts.

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onhealthbehaviorsandagriculturepracZces

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toaddresstheneedsofpeopleinhard-to-reachcommuniZes.

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TheyareabletolistentotheseaudiorecordingswhenevertheylikeusingthissimpleanddurableaudiodevicecalledtheTalkingBook.

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Akeypartofourapproachisworkingwithpartnerslikethese.WehelppartnersachievetheiroutcomesbyprovidingandadapZngtheTalkingBookProgramtotheirneeds.

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Theproblemwesetouttoaddressisthatinthousandsofhard-to-reachcommuniZesinGhanaandmanyothercountries,

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it’scostlyandthereforerelaZvelyrareforoneoftheseexpertstovisit.Ifyouareluckyenoughtoseeoneoftheseexperts,youprobablywon’tremembereverythingyoulearned,becauseyoucan’ttakenotesifyou’reilliterate.AndmostfarmersinthesecommuniZesareilliterate.

Andwhenthehealthministrybringsbednetstoacommunity,somepeoplewillusethem,buttheywon’tknowtotuckthenetinunderneaththeirmaEressandinspectitforholes.

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Otherpeoplewon’tusebednetsatall–atleastnotfortheirintendedpurpose,becausetheywon’tfullyappreciaZnghowabednetcansavethelifeofapregnantwomenorchild.

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Since2007,we’veusedtheTalkingBooktosolvethisproblemforhundredsofthousandsofpeopleinremotecommuniZes.

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TheTalkingBookusesaudiorecordingssowecanreachfarmerswithoutliteracyskills.TheTalkingBookuseslocallyavailableba.eriessowecanreachcommuniZeswithoutgridelectricity.Itplayssongs,dramas,interviews,andpeermessages,sowecanengage,teach,andconvincelistenerstotrysomethingnew.Itrecordsuserfeedbackandlogsusagesta8s8cssowecanlearnhowtoimprovethecontentandunderstandhowcontentisbeingused.

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TheTalkingBook’scontentcanbeupdatedoverUSBinabout60secondswithanyAndroidphoneordevice.Duringthisprocess,userfeedbackandusagestaZsZcsarealsocollectedanduploadedtothecloudforprocessingwheneverthephonehasa3GorWIFIsignal.

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FarmersoeenlistentotheTalkingBookwhiletheyfarm.

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Theyalsolistenintheirhomeswiththeirchildren,

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andinweeklygroupmeeZngs.

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AkeypieceofourprogramiscapturingrecordeduserfeedbackontheTalkingBook,whichwereviewonaquarterlybasistolearnhowwecanimproveourcontentinthefollowingquarter.WecombinethisqualitaZveinformaZonwiththequanZtaZveusagestaZsZcsthattellsuswhichmessagesaremost&leastpopularandwhichcommuniZesaremost&leastengaged.

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Radio,mobilephones,andvideohavelimitaZons:-Radiodoesn’tallowfarmerstolistenwhenevertheyarereadytolearn.Itcan’tbepausedorrepeated.-SMSdoesn’tworkforthosewhocannotread.-Voiceovermobilephonesistypicallylimitedto1-minutecallsaeerwhichmostpeoplehangup.Ourprogramhasfoundrepeatedlisteningof10and20-minutemessages.Voicecallsarealsosignificantlymoreexpensivebecauseyouhavetopayforeachminutethateachpersonlistens.MobilephoneprogramsalsowidentheexisZnggendergap.-VideoallowsshowingdemonstraZons,butthecostandcomplexityisgreaterandtheaudiencecannottakethevideohometorepeatwhenevertheylike.

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Ourmissionhasusfocusedonachievinghigh-levelimpacts,whichareinfluencedbymanyfactors.ButLiteracyBridge’sstrengthisinprovidingaudioknowledgeandconvincingargumentstoleadtobehaviorchange.Therefore,weworkwithpartnerstoensurethefactorsthatarenotourstrengthsarebeingaddressedtomaximizeourimpact.

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1.WeworkwithpartnerstounderstandtheirobjecZves.2.Weconductresearch/barrieranalysistounderstandwhythesebehaviorsarenotcurrentlyinplace.3.WecanthenproposeasetofspecificindicatorstoourpartnerstoknowifweareachievingtheobjecZve.4.Theseindicatorsmeasurethebaselineandendlinelevelsofknowledge,ajtudes,andpracZcesnecessarytoachievetheobjecZves.5.Withtheseindicatorsagreedupon,wecanplanoutacontentcampaign:whattypeandhowmanymessageswillbedeployed,towhichcommuniZes,acrossvariouslanguages,overwhatZmeperiod.

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6.Wedevelopoutlinesforsongs,dramas,interviews,andpeerendorsementswriEeninEnglish/FrenchsostakeholderscanreviewandensurethemessagessupporttheobjecZves.7.Localbehaviorchangeexpertsworkwithyouthdramagroups&women’ssinginggroupstocreateengaging&locallyrelevantmessages,whichareback-translatedforstakeholderapproval.8.MessagesareloadedontoTalkingBooks.Everythreemonths,anetworkofsmartphone-equippedfieldagentsupdatethemwithnewcontent.9.UserfeedbackandusagestaZsZcsarecollectedduringtheupdates.ThesmartphoneappstoresstatsunZla3Gsignalisavailable.Withinhours,partnerscanviewthelatestusagedataandbeginreviewinguserfeedbacktoadjustcontentplans.10.Finally,endlinesurveysareconducted,andtheevaluaZonisreported.Surveysarealsooeenperformedatthemidpoint. 25

Here’sanexampleofapartnershipthatcoveredmorethanadozenobjecZvesfundedbymulZpledonoragencies.

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Thesecostsaretypicalcostsforprogramsof50,000+beneficiaries(peoplewholistentotheTalkingBookoraredirectlycaredforbyalistener).TheprogramisparZcularlycost-effecZvewhenmulZplebehaviorobjecZvesareaddressed,e.g.health,agriculture,andgender-focusedtopics.Thisbringstheper-behaviorcostdownverylow.Theper-minutecostreflectsthetotalprogramcostdividedbythenumberofmessageminutesdelivered.Thisislowerthanmostvoicemobilerates,andyetitincludesallprogramcosts,e.g.contentdevelopment,TalkingBookleasing,baEeries,andongoingmonitoring.

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Inapeer-reviewedresearchpaper,useofTalkingBookscorrelatedwitha48%improvementincropproducZon.FarmerswithTalkingBooksregularlywinGhana’sMinistryAgriculture“BestFarmer”awards.ThewomanontherightwontheawardforbestSoybeanfarmerintheenZrecountryofGhana.WatchthreewinningfarmersdiscusstheTalkingBook:hEps://www.youtube.com/watch?v=eRvIzT8BPzQ(2min)Otherawardsinclude:BestFemaleFarmer,SoyaFarmer,PigFarmer,SheepFarmer,ConservaZonAgricultureFarmer,TechnologyAdopZonFarmer,CowpeaFarmer,GroundnutFarmer,Gardener,SorgumFarmer,MilletFarmer,andBestOverallFarmer.

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Arandomizedcontrolledtrial(RCT)evaluaZondesignedwithUNICEFshowed50%morepregnantwomenandchildrensleptunderbednetsinthetreatmentcommuniZescomparedtothecontrolcommuniZes.7messagesonthesubjectwereproducedanddistributed.Eachmessagewaslistened3.0Zmesbytheaveragehouseholdforatotalof283minutesoflisteningtomessagesonLLINs.ThemalariaporZonoftheprogramcost$20,000,makingthecostforeachpersonwhostartedusingbednetstobe$2.50.

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50%morepeoplewashedtheirhandswithsoapinthetreatmentcommuniZescomparedtothecontrolcommuniZes.Theylistenedtoeachofthe6messagesonhandwashingwithsoapanaverageof2.2Zmesforatotalof109minutesoflisteningtomessagesonthissubject.Theaveragecostofgejngonenewpersontowashtheirhandswithsoapwascalculatedtobe$2.17.

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Weareproudofthesestrongresults,butit’simportanttonotewedidn’tsucceedateverything.WearecurrentlystudyingwhywedidnotshowastaZsZcallysignificantimprovementinsafedeliveryandrouZneimmunizaZon.Whilewesawsignificantimprovementinknowledgeondiarrheatreatmentandbreasteeding,wedidnotseesignificantchangesinreportedpracZce.

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ThankyouforyourZmetounderstandourprogram.PleaseletusknowifthisprogramcanhelpyouachieveyourobjecZvesforsocialbehaviorchangeorskillsdevelopment.

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